Those of us who have been in the marketing industry for years throw around abstract terms like “target audience,” “market data,” “leads,” “opportunities,” and “sales conversions” way too much without thinking about what they really mean.

It’s a hazard of any industry to look for faster ways to describe the goals of our work, but in doing so, we run the risk of forgetting that behind each of these jargony phrases and buzzwords are real people with real lives. Every “target” is really a mom, a homeowner, a teacher. Every “lead” is really a human being experiencing enough frustration to warrant the additional frustration of searching for a solution, and hoping they won’t be inviting even more frustration into their lives by choosing the wrong company.

The point is, market data can be useful for finding new targets and opportunities, but are they really the ones you want? How do you know? Is there a more “human” way of finding and connecting with the kinds of customers you enjoy the most (i.e. appreciative and profitable)? We think there is.

You didn’t decide what your favorite local ice cream parlor is by getting out a map and determining which one is the closest, which one has the most flavors, or which one has the desired price-to-value ratio. Not really. You may use those factors to decide which one you’re going to visit this time, but none of those things tell you which place is your favorite. How do you know? You just do. Almost without thinking about it, you know which place you prefer the most.

Customers are like that, too. Some customers are in the “right” radius of your business. They have the right level of income to afford your services. They have a need for your services that are reliable enough to build a steady stream of jobs. But do you like serving them? Are they the ones who appreciate what you do for them and make you and your team take pride in the work you do? Maybe. Maybe not.

We analyze data for clients all the time, taking financial, marketing, and customer data, slicing and dicing it to determine a whole range of complicated things. This data shows which customers are most profitable. It indicates where they live. It predicts what income bracket and home size should be targeted for optimal marketing ROI. But not once, in all our years of doing this specialized work, did this data ever reveal to the people who they really wanted to serve. That’s because this kind of data doesn’t result in that kind of answer. But you DO have access to that kind of data in your business, and we want to show you where you can go find it.

Accessing the “human data” in your business

• Your employees — They know which customers are a pleasure to serve and can probably go through a list and pick them out faster than you could buy them lunch for doing it. They also know which ones complain about the price, are never happy, and put everyone on edge. Use this data to build the profile of “the ideal customer.” You can dig into all their demographic data later, to find out what makes them tick and how to identify more who are just like them. For now, just start by asking your employees in the office and the field, “Who is your favorite customer, and why?”
• Your customer reviews — Nothing confirms a match made in heaven like a good customer review. And nothing spells out “Danger! Stay away!” like a bad customer review. How thoughtful that these people would take the time out of their lives to explain in great detail the very things that make them either a good or bad fit. Learn from these words. Mine these reviews for the qualities you want to find more of in your next customers. Remember that birds of a feather flock together. Where you find one exceptional customer, you are sure to find a whole lot more.
• Your “before and after” event setup photos — We sincerely hope you are in the habit of taking these kinds of photos. Not only are they great for the website, but they give you and your team an opportunity to relive all the stories of the glory and pain of doing what you do for a living. Sit around with a pile of these pics during lunch one day and notice how employees react. It’s no secret that we do our best work for customers we like. We take pride not just in the results, but in the process of pleasing someone, of providing value. Wouldn’t it be great to have a full plate of jobs just like those that create the best experiences within your company? The secret to that outcome starts here, in the visual evidence.

What to do with your “human data”

Now that you’ve discovered the type of customers you want to find more of, it’s time to figure out where to find them. This is where all the other data you have comes into play.    

• Demographic data — Where does your ideal customer live? What are their ages and incomes, their education and professions, their home age and value?
• Job data — What types of services do they want? How long do these jobs typically take to complete? Are there specific things about the jobs that make them easy or challenging?
• Sales data — What is the average ticket for these customers? How long does it take to get a decision to buy? How do they typically pay? Are they budget-conscious or open to upsells that give them what they really want?

Business growth doesn’t only have to be a cut-and-dry activity that ignores the human part of the equation. Growth comes in many shapes and sizes, and growing your bottom line doesn’t mean you have to accept customers and jobs that aren’t a good fit for you. You get to decide who you want to work with, and then attract them to your business.

---

About the Authors

Carter Harkins and Taylor Hill are the authors of Blue Collar Proud: 10 Principles for Building a Kickass Business You Love and the owners of Spark Marketer, a "no-bull" digital marketing company that’s been getting sh*t done for home service businesses across the nation for a decade. They’re trusted thought leaders in the industries they serve, which is why you’ll find them regularly speaking at service industry trade shows and conferences and writing for trade magazines. Tired of empty promises and ready for focused digital marketing and balls-to-the-wall dedication that gets your business seen? Visit www.sparkmarketer.com.